拼凑式创新与朴素式创新组合视角下的BOP创新研究--创新绩效与BOP市场双元的前导作用  

Investigation on the innovation strategy of domestic manufacturing tech-enterprises towards bottom of the pyramid market based on the perspective of bricolage and frugal innovation

作　　者：薛捷[1] XUE Jie(Department of Management Science,South China Normal University,Guangzhou 510006,China)

机构地区：[1]华南师范大学管理科学系,广州510006

出　　处：《科学学与科学技术管理》2023年第9期114-131,共18页Science of Science and Management of S.& T.

基　　金：国家社科基金项目(17BGL039);广东省哲学社会科学规划2023年度一般项目(GD23CDL24);华南师范大学2021年人文社科重大培育项目(ZDPY2108)。

摘　　要：中国有着世界上最大的金字塔底层(bottom of the pyramid,BOP)市场,但国内企业针对这一市场的BOP创新却一直没有得到现有研究的重视。在“双循环”新发展格局下,BOP市场的开发对于我国制造业科技企业的创新发展至关重要。基于双元性理论,将BOP市场开发分为BOP市场探索和BOP市场利用两种策略,并针对国内制造业科技企业面临的资源约束和BOP市场对于产品可负担性的要求,提出“拼凑式创新(应对创新资源不足)+朴素式创新(应对BOP顾客支付能力不足)”组合的BOP创新思路,进而构建“BOP市场双元→拼凑式创新+朴素式创新→新产品绩效”的理论框架。基于对珠三角地区制造业科技企业的调查数据来进行假设检验,分析结果显示拼凑式创新和朴素式创新对于制造业科技企业的新产品绩效均具有显著的正向影响;BOP市场探索和BOP市场利用也会正向作用于拼凑式创新和朴素式创新,在拼凑式创新中BOP市场探索的影响要比BOP市场利用更强;在BOP市场探索和BOP市场利用对新产品绩效的影响中,拼凑式创新和朴素式创新会起到完全的中介作用,说明拼凑式创新和朴素式创新在制造业科技企业根植本土市场推进新产品开发的过程中扮演着关键角色。Although China has the biggest bottom of the pyramid(BOP)market in the world,research on the BOP innovation activities of domestic manufacturing tech-enterprises is limited.The implementation of dual circulation strategy of China highlights the significance of domestic market development for endogenous manufacturing tech-enterprises.In responding to the requirements of consumers in BOP market for product affordability and the constraints of innovation resources,domestic manufacturing tech-enterprises could creatively combine resources through bricolage to cope with lack of material and technical resources,and effectively reduce product costs through frugal engineering to make products affordable.In so doing,the combination of bricolage and frugal innovation is an effective strategy for domestic manufacturing tech-enterprises to implement BOP innovation.Accordingly,the main research question of this article is to investigate the BOP innovation performance and the influence of market antecedents that affect the BOP innovation activities.Building on the theory of market ambidexterity,and taking into account of the unique demand of consumers from BOP market and the resource constraints faced by endogenous manufacturing tech-enterprises at the same time,this article proposes the BOP innovation strategy combining bricolage and frugal innovation and the theoretical framework connecting BOP market ambidexterity and new product performance through bricolage and frugal innovation.The structural equation modeling based on partial least squares SEM(PLS-SEM)is applied to test the research hypotheses against data obtained from 221local manufacturing tech-enterprises in the region of Pearl River Delta.The results show that bricolage and frugal innovation both have significant influences on enterprises'new product performance.BOP market exploitation and exploration both have significant impact on manufacturing tech-enterprises'bricolage and frugal innovation.Specifically,the impact of BOP market exploration on bricolage is stron

关 键 词：BOP市场 BOP创新 BOP市场探索 BOP市场利用 

分 类 号：F273.1[经济管理—企业管理]